Improving sales promotion program: a case of Dai Thang Company in Vung Tau - Viet Nam

Abstract

This thesis aims to identify the root cause of “Ineffective sales promotion program” which lead to reduce secondary sales at Dai Thang. By using in-depth interview with related person and literature reviews, ineffective sales promotion is defined as main problem which is actually existed at Dai Thang and the consequences of this problem is also analized. It is necessary to solve the problem because there are a lot of significant benefits for improving the effectiveness of solving the problem. Theories play an important role in finding all potential causes of ineffective sales promotion at Dai Thang. But then further in-depth interview support to eliminate some potential causes and clarify the main cause which should be paid attention. As a result, “Ineffective sales promotion program” is the main cause. Two alternative solutions have been suggested and after clarifying the comparison of solutions about cost and benefits, building up “My Loyalty Program” and organize workshop for customers” is the better solution and a following implement action should be approved as soon as possible to solve the problem and improve sales volumes at Dai Thang